Media in the social media age : News analysis and media management plan - Essay Example

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Media in the Social Media Age: News Analysis and Media Management Plan As Command PR prepares to launch season 2 of its famous The Spin Crowd reality show in the EMEA region on June 22, 2012, the company management ought to prepare for the show’s reception, considering the criticism it received during the first season…
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Download file to see previous pages Proactive Plan Integrated Plan for Industrial Mass Media and Social Media Activity The company should use all available avenues in the EMEA region to advertise the show before its release; including traditional media and contemporary media. Traditional media in the EMEA region include television and billboards, the former having two categories, pay TV and free TV. The agencies in those regions should contact both the service providers and content providers to ensure that adverts for the show appear in the evening just after prime news for maximum publicity. In addition, they should contact advertising firms and rent billboards for use in the two week period before the launch (Clow and Baack 2007, pp. 165-171; Kurtz 2010, p. 64). Internet powered media like social networks, blogs and internet advertisements should serve as suitable channels for informing the public of the show. The firm will open pages for the show in all main social networks, and the cast will interact directly with their fans. Secondly, there will be a blog whose main function will be to receive the people who have been redirected from website advertisements. This blog will contain all schedules for the show, behind the scenes footage, and any other information the firm deems necessary for viewers. The firm will have to constitute a committee whose main functions will be to ensure that all goes as planned, and identify any weaknesses in the plan (Kaplan and Haenlein 2010, p. 63). Briefing Sheet for Retained EMEA Region PR Agencies All agencies should abide to a set of guidelines to ensure a smooth and successful launch of The Spin Crowd; otherwise, the work force in the various agencies should use their best judgement to ensure maximum publicity without compromising the efforts of others. These guidelines include: The accepted medium of communication is email, which should always be accompanied by a follow up call. Every agency should implement requests communicated to it within the given timeline; if not so, the agency should communicate to the headquarters with immediate effect. Failure to take one of the two measures attracts heavy fines, a license revocation, or both. On reception of any requests from the headquarters, every agency should state when and how the agency would implement the request. When setting timelines, all the agencies should consider the time differences depending on the region. Other requirements will be communicated to agencies as they emerge (Johnson 2005, p. 218). Program Adaptations The EMEA region has many countries and localities with varying cultural, economic and legal aspects; and the show may need to be adapted to ensure maximum viewing. For instance, some countries require that programs aired on national television should not contain strong language among other limitations. Therefore, the firm will censor and /or rate the program accordingly in adherence to the local requirements. In addition, depending on if the program will be aired on free TV or pay TV, it may need to be adjusted by shortening some episodes to make room for advertisements and fit into the schedules of the stations. Finally, interactions with fans will indicate the age or social classes that are interested in the program and make appropriate modifications, if necessary. This way, ...Download file to see next pagesRead More
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